This document discusses brand management concepts like brand equity, brand value, and the brand equity pyramid. It defines brand equity as the goodwill and recognition that builds customer affection and loyalty over time, translating to higher sales and profits. Brand value refers to the monetary worth of a brand as a business asset. The brand equity pyramid shows how consumer recognition, perception, response, and bonding are built up from a brand's identity. Strong brands have high equity through loyal, many customers. While equity measures loyalty, value looks at monetary returns; a brand can have high equity but low value, or vice versa.
Branding is the most misunderstood concept in the business world. This deck tries to help demystify the basics of branding and a few tools that can help a business owner or a personality to manage his/her personal or organization's brand.
In this lecture, student will study about brand personality which the consumer can relate and an effective brand will increase its brand equity by having a consistent set of traits
Branding is the most misunderstood concept in the business world. This deck tries to help demystify the basics of branding and a few tools that can help a business owner or a personality to manage his/her personal or organization's brand.
In this lecture, student will study about brand personality which the consumer can relate and an effective brand will increase its brand equity by having a consistent set of traits
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struktur data yang mengandung type data yang mempunyai type sama.
Berupa sekelompok memori yang berhubungan (contiguous).
Array mempunyai nama dan type yang sama.
Untuk merujuk lokasi tertentu atau elemen dalam array nama array + indeks
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struktur data yang mengandung type data yang mempunyai type sama.
Berupa sekelompok memori yang berhubungan (contiguous).
Array mempunyai nama dan type yang sama.
Untuk merujuk lokasi tertentu atau elemen dalam array nama array + indeks
NeoFocus-Acquisitions and JV in Brazil: why and how to proceed?Jerome Kelber
Acquisitions and Joint-Ventures in Brazil: Why and how to proceed?
Is Brazil still taking off or has it « blown it »? Is it still a good moment to invest in Brazil or is it urgent to wait? With the second round of presidential elections getting close (26 October), what will the outcome change for Brazil?
Brazil has a long term interest in attracting foreign firms to invest and produce in Brazil and has organized itself to convince them to do so. This policy will allow Brazil to go beyond its present economic achievements, which are already pretty impressive, although some important challenges still lie ahead.
Foreign firms have today exciting opportunities to acquire, establish JVs or partner with Brazilian companies. If their approach is executed properly, respectfully of the specificities of Brazilians, they will improve the prospects of the country, while at the same time grasping huge rewards, in a virtuous circle.
Here is why.
1. Brand Equity
2. Consumer Knowledge about Brand
3. Type of Brand Associations
4. Brand Personality Association
5. Why are Brand Personality Associations Important? – Importance to Marketers
6. Why are Brand Personality Associations Important? – Importance to Consumers
7. When are Brand Personality & Associations are important
8. Implementing a Brand Personality Strategy
9. Executing a Brand Personality Strategy
Array
struktur data yang mengandung type data yang mempunyai type sama.
Berupa sekelompok memori yang berhubungan (contiguous).
Array mempunyai nama dan type yang sama.
Untuk merujuk lokasi tertentu atau elemen dalam array nama array + indeks
Array
struktur data yang mengandung type data yang mempunyai type sama.
Berupa sekelompok memori yang berhubungan (contiguous).
Array mempunyai nama dan type yang sama.
Untuk merujuk lokasi tertentu atau elemen dalam array nama array + indeks
NeoFocus-Acquisitions and JV in Brazil: why and how to proceed?Jerome Kelber
Acquisitions and Joint-Ventures in Brazil: Why and how to proceed?
Is Brazil still taking off or has it « blown it »? Is it still a good moment to invest in Brazil or is it urgent to wait? With the second round of presidential elections getting close (26 October), what will the outcome change for Brazil?
Brazil has a long term interest in attracting foreign firms to invest and produce in Brazil and has organized itself to convince them to do so. This policy will allow Brazil to go beyond its present economic achievements, which are already pretty impressive, although some important challenges still lie ahead.
Foreign firms have today exciting opportunities to acquire, establish JVs or partner with Brazilian companies. If their approach is executed properly, respectfully of the specificities of Brazilians, they will improve the prospects of the country, while at the same time grasping huge rewards, in a virtuous circle.
Here is why.
1. Brand Equity
2. Consumer Knowledge about Brand
3. Type of Brand Associations
4. Brand Personality Association
5. Why are Brand Personality Associations Important? – Importance to Marketers
6. Why are Brand Personality Associations Important? – Importance to Consumers
7. When are Brand Personality & Associations are important
8. Implementing a Brand Personality Strategy
9. Executing a Brand Personality Strategy
Introduction to Brand Management. What are Brands? Why are they important to customers and firms? How do you create a brand? What are the important brand metrics?
Intro to Branding & Brand management - ElkottabMuhammad Omar
it's my material for the training workshop of "Intro to Branding & Brand Management" that has been held among other 7 workshops of #elkottab training event organized by E3langi.com in November 2014
Brand Study (Identity & Equity) I Brand I Brand Assets I Brand Associates I B...Anil Kumar
“Brand equity is described in terms of awareness association (image), attitude (overall quality), attachment (loyalty) and activity (word of mouth).”
-Lehman and Weiner
What is an Ad Network? How can you get involved? How do you choose who to work with? What should you be mindful of? Whether this is a new term for you or you’re well in the game, this session will discuss everything you need to know to work with the right Ad Networks.
What research you need to do, what should you look for in terms of an agreement, how are influencers chosen for a campaign, what brands are expecting from you, how do you get repeat business, how much you should charge and what the benefits are to working with organizations like Made in Blog.
* Bloggers included in the presentation:
www.makemylemonade.com
www.theblondesalad.com
www.youtube.com/user/SoothingSista
www.theraeviewer.com
www.seaofshoes.com
www.torontoshopoholicblog.com
www.leblogdebetty.com
http://heartifb.com
www.adenorah.com
www.fringeandfrange.com
http://monikahibbs.com
http://emiliemurmure.com
2. Strong Brands
• Brands with a high degree of recognition and affinity in at-least one
significant market segment.
• LOYAL+MANY CUSTOMERS
• High Brand Equity
• High Brand Value
3. Brand Equity (Depth)
• Brand’s power derived from the goodwill and name recognition that it has
gained over time, which translates into higher sales volume and higher profit
margins against competing brands.
• Deep relations with its customers.
• High level of customer affection and loyalty.
• Like: Coca cola and Apple fans.
4. Cont’d (Brand Equity)
• Brand Equity will vary across markets.
• Higher allegiance in home markets.
Lenovo: China > US + Europe
Acer: Europe > US
5. Brand Value (Reach)
• Dollar value of the brand.
• Reach of the brand.
• Value of the brand as a business assets (In monetary terms).
• Dollar price that one would pay to acquire Brand name and logo.
• Like: Coca cola brand value is nearly $70 billion.
6. Brand Equity ve Brand Value
• Brand Equity: Customer allegiance, loyalty, affinity and other emotional ties.
• Brand Value: A matter of dollars.
• A brand can have high loyalty but still can’t bring in much money while
another brand can have low loyalty but still makes a lot of money.
• Brand equity and brand value can be sometime used interchangeably to
identify strong brands.
8. 4. RELATIONSHIPS =
What about you and me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
BE
Pyramid
Salience
ImageryPerformance
FeelingsJudgments
Resonance
9. Consumer Recognition of Brand
• Brand recognition: More or less familiar.
• Who are You (Brand)?
• High level of consumer awareness and familiarity needs high level of
promotional expenditures.
10. Consumer Perception of Brand
• What are You (Brand)?
• Kind of image that brand wants to convey.
• More in depth knowledge of the product and service behind the brand.
• Consumer perceives what the brand stands for and begin to develop an
internal image for the brand.
11. Consumer Response
• What about You (Brand)?
• Attitudes and preferences of the consumers in the market comes strongly
into play.
• Response from the consumer.
• Consumer assigns a personality to the brand (Trustworthiness, Likeability,
Satisfaction).
12. Cont’d (Consumer Response)
• Segmentation play important role.
• Right message using right spokesperson through right media for specific
target segment.
• Judgements (Quality, Satisfaction, Differentiation)
• Feelings
13. Consumer Bonding (Loyalty)
• What about You (Brand) and Me (Consumer)?
• Consumer allegiance to brand.
• Frequency of repeat purchases.
• Affiliation and proud of brand.
• Starts loving the brand.
14. Customer Based Brand Equity Measurement
• Equity of a brand resides in the consumers’ attachment to the brand.
• Higher perceived quality and more emotional attachment as well.
• Survey responses from representative samples of consumers.